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Strategies for product cannibalism

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  • Kathleen Reavis Conner

Abstract

This paper explores the question of when (or if) a market leader firm is best off with a strategy of product cannibalism: introducing a new product designed to supersede and hence destroy its own current bestseller before a rival does. Particular attention is given to the payoffs of various superseding product strategies and, given these strategies, whether the leading firm can be expected to invest at least as much in innovation as a challenger. A patent‐race game with a stochastic invention process is presented. The result is that when the leading firm deliberately decides to forgo being first‐mover in the new market, developing and then ‘shelving’ its new product until the current bestseller is challenged successfully by the rival, the leading firm may spend more than its challengers on R&D, thereby retaining a competitive advantage in innovation of new‐generation products. The paper concludes with a discussion of the practical implications of the model.

Suggested Citation

  • Kathleen Reavis Conner, 1988. "Strategies for product cannibalism," Strategic Management Journal, Wiley Blackwell, vol. 9(S1), pages 9-26, June.
    • Handle: RePEc:bla:stratm:v:9:y:1988:i:s1:p:9-26
    DOI: 10.1002/smj.4250090704
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    Cited by:

    1. Briggeman, Brian C. & Gunderson, Michael A. & Detre, Joshua D., 2006. "Protecting Your Turf: First-mover Advantages as a Barrier to Competitor Innovation," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 9(1), pages 1-18.
    2. Langley, Paul & Rieple, Alison, 2021. "Incumbents’ capabilities to win in a digitised world: The case of the fashion industry," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    3. Farasat A. S. Bokhari & Franco Mariuzzo & Anna Rita Bennato, 2021. "Innovation and growth in the UK pharmaceuticals: the case of product and marketing introductions," Small Business Economics, Springer, vol. 57(1), pages 603-634, June.
    4. Chang, Shih-Chia & Yang, Chen-Lung & Cheng, Hsin-Chia & Sheu, Chwen, 2003. "Manufacturing flexibility and business strategy: An empirical study of small and medium sized firms," International Journal of Production Economics, Elsevier, vol. 83(1), pages 13-26, January.
    5. Ali A. Yassine & Luke A. Wissmann, 2007. "The Implications of Product Architecture on the Firm," Systems Engineering, John Wiley & Sons, vol. 10(2), pages 118-137, June.
    6. Julian Birkinshaw & Mats Lingblad, 2005. "Intrafirm Competition and Charter Evolution in the Multibusiness Firm," Organization Science, INFORMS, vol. 16(6), pages 674-686, December.
    7. Macdonald, Stuart, 2004. "When means become ends: considering the impact of patent strategy on innovation," Information Economics and Policy, Elsevier, vol. 16(1), pages 135-158, March.
    8. Gordon G. Sollars & Sorin Tuluca, 2012. "The Optimal Timing of Strategic Action – A Real Options Approach," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 8(2), pages 78-95.
    9. Puay Khoon Toh & Taekyu Kim, 2013. "Why Put All Your Eggs in One Basket? A Competition-Based View of How Technological Uncertainty Affects a Firm’s Technological Specialization," Organization Science, INFORMS, vol. 24(4), pages 1214-1236, August.
    10. Zulima Fernández & Belén Usero, 2007. "The erosion of pioneer advantage in the European mobile telecommunications industry," Service Business, Springer;Pan-Pacific Business Association, vol. 1(3), pages 195-210, September.
    11. M. Lourdes Sosa, 2009. "Application-Specific R& D Capabilities and the Advantage of Incumbents: Evidence from the Anticancer Drug Market," Management Science, INFORMS, vol. 55(8), pages 1409-1422, August.
    12. Ian Sinapuelas & William Robinson, 2009. "Entry for supermarket feature me-too brands: An empirical explanation of incidence and timing," Marketing Letters, Springer, vol. 20(2), pages 183-196, June.
    13. Linda F. Tegarden & Ann E. Echols & Donald E. Hatfield, 2000. "The Value of Patience and Start-up Firms: A Re-Examination of Entry Timing for Emerging Markets," Entrepreneurship Theory and Practice, , vol. 24(4), pages 41-58, July.
    14. Milorad M. Novicevic & M. Ronald Buckley & Michael G. Harvey, 2000. "The Changing Role of Managers within the Supply Chain Networks: Theory and Practical Implications," American Journal of Business, Emerald Group Publishing, vol. 15(2), pages 33-42.

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